The HFMA is a not-for-profit trade body representing 130 providers of products such as vitamin ­s­upp­lements, natural cosmetics and herbal products. The organisation says it is well-known to legislators and regulators here and in the EU, and to the trade ­media, but wants to be more consumer-facing.

HFMA director David Adams said: ‘There is a job to be done in explaining the under­lying benefits in a serious and informed way.'